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Implementing Effective e-Tourism Strategies for Hospitality and Tourism Managers in the Web 2.0 Era Completed


Dates: 02 & 03 Apr 2012
Hours: 08:15 - 17:15
Available Seats: 25
Location: Paphos - Cyprus
Venue: Kefalos Beach Tourist Village
Cost Per Participant:€2900
Seminar Cost:HRDA

HRDA - Price Table


Small Enterprises
1-49 Employees
Medium Enterprises
50-249 Employees
Large Enterprises
250+ Employees
1 Participant - €280 2 Participants - €480 3 Participants - €680
1 Participants - €590 2 Participants - €990 3 Participants - €1290
1 Participants - €950 2 Participants - €1350 3 Participants - €1550

human resource development authority of Cyprus, seminars in Cyprus, Digipro

Human Resource Development Authority of Cyprus

Program Rationale

This expert seminar offers strategies for using Information Communication Technologies (ICTs) for strategic management and marketing of hospitality and tourism organizations, towards maximizing their sustainable competitiveness and profitability. It contains the latest research and management techniques to maximize the benefits of ICTs for hospitality and tourism organizations.

During the seminar their will be demonstrations on how to reengineer all business processes in order to take advantage of these capabilities. It takes into consideration the Web 2.0 environment and the user generated content– especially in terms of reviews for hotels and hospitality forums and explores how hoteliers and tourism managers should respond to the emergent challenges. There will be demonstration on how to automate and integrate business data to achieve a proactive and reactive environment to external trends and use ICTs to prepare for market challenges.

The seminar will demonstrate how hospitality and tourism organizations can use ICTs intelligently for wealth creation and how each they can develop ICT enabled partnerships towards maximizing their collective competitiveness and profitability.

Target Audience

This seminar addresses the gifts and benefits of eTourism and the ability to use ICTs for competitive advantage profitability and competitiveness.

It is targeted primarily for the private sector owners/managers. The seminar will demonstrate to participants how ICT can be utilised for strengthening the organisation.

Particularly, this expert seminar will offer valuable insight to hospitality, tourism and travel executive professionals, hospitality tourism and travel managers who are in change of strategic management, marketing and ICT technological development.


Program Objectives

This seminar will focus on the benefits of Information Communication Technologies for Hospitality and Tourism Organisations.

The first day objectives are for the participants to explore eTourism concepts and developments:

  • Increase awareness of technological developments and some major trends
  • Appreciate the role of Web 2.0 and User Generated Content
  • Establish a level of understanding of terminology and critical issues
  • Demonstrate that ICT developments have a profound impact on organisations
  • Explore the relationship between the Internet, Extranets and Intranets
  • Discuss the growth of the online population and the issues related to it
  • Identify the need for integrated managerial solutions within the business strategy context
  • Define the eTourism concept from a private sector perspective
  • Introduce ICTs which are used extensively in tourism
  • Understand the basic structure and components of the tourism system
  • Explore some generic ICTs applications and identify them as technological enablers for the hospitality tourism industry
  • Appreciate the issue of technological convergence in the tourism field
  • Conceptualise a framework for dynamic use of ICTs
  • Identify the tourism organisation stakeholders and explore how ICTs can integrate the entire industry and economy

The second day objectives will give participants to identify opportunities and challenges for destinations:

  • Understand the sources of competitiveness for hospitality organisations
  • Explore how technology can support hotels and restaurants to improve their efficiency and effectiveness
  • Demonstrate the key technology applications as well as main software used for their operations
  • Appreciate the importance of Tripadvisor and similar services
  • Explain the importance of integrating Intranet, Extranet and Internet applications
  • Discuss the particular requirements of small and medium sized enterprises
  • Debate some key issues for the future of hospitality and the role of ICTs
  • Explore how hoteliers can take protect their brand and take advantage in the Web 2.0 environment
  • Discuss the particular requirements of small and medium sized enterprises
  • Explore how ICTs can integrate the entire industry and economy locally through the development of ICT info structure.

At the end of the seminar participants will be able to:

  • Understand the importance for ICTs and eTourism for the strategic and operational management of hospitality and tourism organisations
  • Realise how hospitality and tourism organisations can take advantage of Web 2.0
  • Formulate their user requirements towards developing and managing Property Management System
  • Using ICTs for Strategic engagement with all partners and stakeholders
  • Measure key drivers in their own working environment.
  • Identify key Success Factors and Key Performance Indicators for the use of ICTs in their operations
  • Develop action plans for maximising the benefit of technology in their strategic Management and operations
  • Develop their eTourism strategy that takes into consideration the online branding of tourism and hospitality organisations in the Web 2.0 era

Particularly, this expert seminar will offer valuable insight to hospitality, tourism and travel executive professionals, hospitality tourism and travel managers who are in change of strategic management, marketing and ICT technological development.

BACKGROUND


At the strategic level, eTourism revolutionises all business processes – the entire value chain as well as the strategic relationships of tourism organisations with all their stakeholders including governments (Buhalis, 2003).

eHospitality: Connecting with all stakeholders through the Internet

There are several key trends in eHospitality and they will shape the future of the hospitality industry. First of all the industry gradually realises the ICT revolution has changed best operational practices and paradigms, altering the competitiveness of all hospitality actors in the marketplace.

Convergence of all technological devices gradually empowers greater connectivity, speed, transparency, and information sharing. As a result, hospitality organisations gradually focus more on knowledge–based competition and on the need for continuous innovation forcing the management to stay abreast of the dynamic development in the marketplace (Connolly, Olsen and Allegro, 2000).

As a result, multi–channel strategies are required to assist hotels to interconnect with the wide range of distributors in the market place. It is currently estimated that there are 35,000 Web sites from which consumers can book a hotel room. There are many ways in which a hotel company can manage its Internet distribution channels.

Customer care and recognition become central for the successful hospitality organisation of the future. Customers demand more and are increasingly difficult to satisfy. They also compare their experiences from a wide range of service providers around the world.


Program Outline

DAY 1.

8:00 − 8:15 / Arrival and registration

8:15 − 9:15 / GENERAL INTRODUCTION :

Overview of the programme. Discussing participants’ background and relation to the course taken, so course is placed in its proper context. Introducing or re-introducing concepts and adding new insights.

9:15 − 10:15 / I. ICT TOOLS AND TRENDS IN THE HOSPIALITY INDUSTRY

  1. Technological developments and major trends
  2. ICT Tourism and Hospitality tools
  3. Tourism and Hospitality Hardware-Software-Netware-Humanware
  4. Using Internet − Intranet-Extranet in Tourism and Hospitality
  5. ICT convergence and strategic opportunities

10:15 − 10:30 / Break

10:30 − 11:30 II. ICTs and STRATEGIC MANAGEMENT (PART A)

  1. The Strategic Implications of ICTs for Tourism and Hospitality
  2. Establish a level of understanding of terminology and critical issues
  3. ICT developments and their impacts on Tourism and Hospitality organisations
  4. Case study: eHospitality: Internal Systems and Intranets

Issues to be discussed in this case study:

  • improve capacity management and operations efficiency;
  • facilitate central room inventory control;
  • provide last room availability information;
  • offer yield management capability;
  • provide better database access for management purposes;
  • support extensive marketing, sales and operational reports;
  • facilitate marketing research and planning;
  • travel agency tracking and commission payment;
  • tracking of frequent flyers and repeat hotel guests;
  • direct marketing and personalised service for repeat hotel guests;
  • enhance handling of group bookings and Frequent Individual Travellers (FITs.)?

11:30 − 12:45 / III. ICTs and STRATEGIC MANAGEMENT (PART B)

  1. Relationship between the Internet, Extranets and Intranets and Tourism and Hospitality
  2. The growth of the online population and the opportunities and challenges
  3. Need for ICT-Based integrated managerial solutions

12:45 − 14:00 / LUNCH

14:00 − 16:00 / IV. USING ICTS FOR COMPETITIVE ADVANTAGE

  1. ICTs revolutionise societies, marketplaces and businesses
  2. Structure and tools for strategic analysis for Tourism and Hospitality organisations
  3. eCommerce for Tourism and Hospitality and how it can grow
  4. Use technologies for achieving competitive advantage and strengthening competitiveness
  5. ICTs supported enhancement of strategic position for Tourism and Hospitality

16:00 − 16:15 / Break

16:15 − 17:15 / V. USING ICTS FOR COMPETITIVE ADVANTAGE

  1. Use technologies for achieving competitive advantage and strengthening competitiveness of Tourism and Hospitality organisations
  2. ICTs supported enhancement of strategic position
DAY 2

8:00 − 8:15 / Arrival

8:15 − 9:00 / Recapitulation of first day

9:00 − 10:15 / VI. ETOURISM DEVELOPMENTS

  1. ICTs can support tourism, hospitality and travel companies to achieve and maintain competitive advantage
  2. Understand the sources of competitiveness in tourism and explore how technology affects them
  3. Explore the challenges and opportunities emerging through Web 2.0
  4. Discuss the particular requirements of small and medium sized enterprises

10:15 − 10:30 / Break

10:30 − 12:45 / VII eHospitality Management

  1. Critical strategic decisions and directions empowered by ICTs
  2. ICTs cost and benefit elements applicable for tourism organisations
  3. Sustainability of ICT supported competitive advantage
  4. ICTs enabled integration of the entire industry and economy with the tourism value chain
  5. Understand the sources of competitiveness for hospitality organisations
  6. Explore how technology can support hotels and restaurants to improve their efficiency and effectiveness
  7. Demonstrate the key technology applications as well as main software used for their operations
  8. Case study: eHospitality: Interconnecting partner systems and Extranets
  9. eCommerce, eSales, eMarketing and eProcurement

12:45 − 14:00 / LUNCH

14:00 − 15:00 / VIII. USING TECHNOLOGY FOR COMPETITIVE ADVANATAGE IN HOPITALITY

  1. Sources of competitiveness and explore how technology can influence destinations and local enterprises
  2. Explain the importance of integrating Intranet, Extranet and Internet applications
  3. Discuss the particular requirements of small and medium sized enterprises
  4. Debate some key issues for the future of hospitality and the role of ICTs
  5. Using Web 2.0 for improving competitiveness
  6. How ICTs can support destination to develop the hospitality and tourism organisation brand
  7. Web 2.0 and long tail for destinations
  8. interconnecting hospitality, tourism, and travel companies

15:00 − 15:15 / Break

15:15 − 17:00 / IX. WEB 2.0 AND HOSPITALITY AND TOURISM ORGANASATIONS.

  1. Web 2.0 and Consumer Generated Content
  2. eComplaint Handling and Management
  3. Brand protection and building online
  4. Dealing with comments in Tripadvisor and other forums
  5. Customer co-creation of tourism products
  6. Practical demonstration on Web 2.0 tools and the top-line benefits they create further value, improve customer service, and support the organisation to improve its service provision and to add value to its provision. Practical examples on how these benefits can improve the competitiveness and profitability of an organisation.

17:00 − 17:15 / Seminar closure.


Training Methodology

The goal of the programme is to improve insight into eTourism and the strategic management and marketing benefits it can bring to hospitality and tourism organisations. The participants will be guided in a very concise and condensed way, both on the strategic side of ICTs and the practical applications of eTourism tools. They will gain inside knowledge in eTourism capabilities and approaches as well as appreciate the proactive and reactive strategies that ICTs can empower for hospitality and tourism organizations.

There will be demonstrations of:

  • Existing eTourism applications and their usage
  • Effective ICT implementation in numerous hospitality and tourism organisations worldwide, but with a European focus.
  • Unique lessons learned from both successes and failures with real-life worldwide examples.

In addition this seminar will be highly interactive in order to explore further potential within their own context and realities.

Case Studies, demos and real-life examples will be used a number of case studies and real life cases will be utilized to demonstrate how hospitality and tourism organizations have engaged with the emerging technologies for maximizing their profitability and competitiveness. This course will follow a very pragmatic approach, and discusses several examples and business cases.


Post Program Activities

By Professor Dimitrios Buhalis

Following the workshop there will be an on-site visit to each of the attending businesses. This amounts to high-level consulting advice that is tailored to the specific needs of the destinations and the firm, and may be discussed in full confidentiality rather than in the open forum of the workshop

  • A more in-depth analysis of specific issues that are present at the specific company or organisation
  • Application of the lessons learned during the workshop to those issues and in particular the personal action plans of the participants to the workshop.
  • Develop in further detail the personal and company actions identified during the workshop,
  • Discuss implementation issues, including how to integrate eTourism based solutions

The four hours intra company consulting will be offered by Professor Dimitrios Buhalis, who will subsequently write a brief report summarising the main discussion points and including recommendations and suggestions for further consideration by the management.


Subsidy, Attendance, and Cancellation Policy

HRDA Subsidy and Seminar Attendance

  • A company’s participant is eligible for subsidy when their Social Insurance and Industrial Training contributions have been settled in full by the time of registration/seminar. In case of ineligibility/disqualification, the company will be invoiced the full amount per participant.
  • A company’s participant is eligible for subsidy if he/she completes an obligatory attendance of 75% or more (both during seminar and company visit). In case of failure to complete the attendance, the company will be invoiced the full amount, per participant.

Cancellation and Substitution Policy

  • Cancellations can be accepted up to 5 working days prior to the seminar without penalties. For any cancellations received after the deadline (or no-shows) the company will be invoiced the full amount per participant.
  • Substitutions can be accepted any time prior to the seminar without penalties.

Approved By Human Resource Development Authority of Cyprus

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